Utilizing a survey approach, this research set out to explore the reasons for the slow progress in broadband adoption and investigates the factors that may be affecting the adoption of broadband by KSA consumers. Particular emphasis was placed on individual-level factors such as social and cultural influences. The key findings were that the factors with the main influence on attitude towards adoption of broadband were: (1) usefulness, (2) service quality, (3) age, (4) usage, (5) type of connection, and (6) type of accommodation. Contrary to prediction, although socio-cultural factors such as regulation through filtration of broadband were found to have no significant influence on the adoption of broadband, consumers were aware and largely did not like the regulation. The chapter also provides a discussion on research implications, limitations, and future directions.
Key Terms in this Chapter
Narrowband: Internet access through a standard modem (dial-up speeds can vary between 28.8 kbps and 56.6 kbps).
Service quality: The perceived quality of service a consumer obtained or is obtaining from the current Internet service providers. Service quality is measured in terms of speed of connection, security problems with Internet connections, virus and popup problems with connection, and customer support obtained from the ISP providers (Dwivedi, 2005).
Broadband: Always-on access, at work, at home, or on the move, provided by a range of fixed-line, wireless, and satellite technologies to progressively higher bandwidths capable of supporting genuinely new and innovative interactive content, applications, and services, and the delivery of enhanced public services (Dwivedi, 2005).
Relative Advantage: The degree to which broadband Internet is perceived as being better than its predecessor, narrowband Internet (Rogers, 1995).
Usefulness: The extent to which broadband Internet usage enhances the effectiveness of household activities such as undertaking office work at home, children’s homework, information or product search, and purchase and home business (Dwivedi, 2005).
Resources: The perceived level of resources when subscribing to broadband (Ajzen, 1991).
Skill: The perceived ability to operate computers and the Internet (narrowband or broadband) without the assistance of others (Dwivedi, 2005).
Complete Chapter List
Michael D. Williams
Yogesh K. Dwivedi, Anastasia Papazafeiropoulou, Jyoti Choudrie
Yogesh K. Dwivedi, Anastasia Papazafeiropoulou
Justin Henley Beneke
Anwarul Islam, K. C. Panda
Enrico Ferro, J. Ramon Gil-Garcia, Natalie Helbig
Antonios Alexiou, Christos Bouras, John Primpas, Dimitrios Papagiannopoulos
Diana Wilson, Kevin O’Reilly, Dave Murray
Axel Schulz, Bernd Carsten Stahl, Simon Rogerson
Wei-Min Hu, James E. Prieger
Elizabeth Fife, Laura Hosman, Francis Pereira
James E. Prieger, Sunhwa Lee
Herbert Daly, Adriana Ortiz, Yogesh K. Dwivedi, Ray J. Paul, Javier Santos, Jose M. Sarriegi
Yogesh K. Dwivedi, Banita Lal, Khalil Khoumbati
Pierre Vialle, Olivier Epinette, Olivier Segard
Karianne Vermaas, Lidwien van de Wijngaert
Peter L. Stenberg, Mitchell Morehart
Humberto T. Marques Neto, Leonardo C.D. Rocha, Pedro H.C. Guerra, Jussara M. Almeida, Wagner Meira Jr., Virgilio A.F. Almeida
Sergio E. Godoy, Soledad Herrera
Roya Gholami, John Lim, Sang-Yong Tom Lee
Massimo G. Colombo, Luca Grilli, Cinzia Verga
Oluwasola Oni, Anastasia Papazafeiropoulou
Alessandro Arbore, Andrea Ordanini
Boumediene Ramdani, Peter Kawalek
Andrea Ordanini, Alessandro Arbore
Kate Carney Landow, Michelle Fandre, Raghu Nambiath, Ninad Shringarpure, Harvey Gates, Artur Lugmayr, Scott Barker
Stanford L. Levin, John B. Meisel, Timothy S. Sullivan
Peter Farr, Isabelle Ellis, John Royle
Tanja Bratan, Malcolm Clarke, Joanna Fursse, Russell Jones
Erik Lundmark, Alf Westelius
Banani Nandi, Chandana Chakraborty
Arturo Robles Rovalo, Claudio Feijóo González, José Luis Gómez-Barroso
Dimitris Varoutas, Christos Michalakelis, Alexander Vavoulas, Konstantina Deligiorgi
Inmaculada Cava Ferreruela
Diana Korsakaite, Tomas Lamanauskas
Bardo Fraunholz, Chandana Unnithan
Catherine Middleton, Shanton Chang
Nir Kshetri, Nikhilesh Dholakia